Study On The Communication Of Practice About The Pubic Welfare Of Micro Flim

With the development of new media technology,the patterns of production and consumption of information are changing.In the era of "micro" media environment,as a new type of video,micro film appears.In2010,the car brand"Cadillac" investmented explosive,which was under the banner of the world’s first micro film,it created the first year of micro film of China and caused the heated discussion between the industry and the academia.Because of the coming of era of micro,there is a new trend of public welfare communication called micro public welfare spreads in our country.Microblog,micro fims have all become the medium of public welfare communication of new media.Public communication of micro film spreads the theme includes family affection,help the poor, care for children,protect the environment with the image,as the starting point,it seek the social public interests and improve the social morality,and participate in promoting the culture and action of public welfare,and output the correct value guidance,positive energy to social with the help of social media.This paper is given priority to practical conten of micro film of public communication, is divided into eight parts.Firstly,it overview and explain the background and significance of the topic,the status of research in China and foreign,the contents and thought of the research,and the breakthrough and innovation of it.Secondly,it combed the contents and characteristics of the public communication,the public communication on network,the micro film,described the status of public communication of micro film,laid the foundation for the research.Thirdly,it focus on the government,enterprises,media,local NGOs,grassroots public,and comb how they work on the process of the communication of public welfare of micro film.The nature of content of communication of public welfare of micro fim is the nonprofit micro film,and it derived from the micro film,the news reports,the exhibitions as three different forms of contents,in this article,it selects the representative sample as an example,combining the quantitative and qualitative analysis to express the theme of the film,features of news and activity of image,and the influence of the effect,Fifthly,through the questionnaire survey,it get the basic situation of the audience,and motivation of watching and communicate,value judgment,attitudes,behavior and so on.In the sixth part,under the guidance of the classic mode of communication and relevant theories,it found the characteristics of public communication of micro film which can be summed up as an open communication channel s,the linkage of media,the core is content,the key is the audience. In the seventh part,with the scientific analysis on the basis of the main problems of public communication of micro film,it found a way for improving the communication effect which needs a perfect system,quality and value of image,cross-border channel,audience.The study on practice of communication of public welfare of micro film is aim at finding and solving the problem of its status,and optimizing the effect of it,provide the realistic reference.To improve the effect of communication,the integrated use of funcions of each element of. communication process is needed,and improve the corresponding transmission mechanism also.Government should consciously guide and work on public communication of micro film,play its role of bringing honor to the mainstream values and spreading the positive energy to the society.The transmission and creative subject should pay attention to the core content-the subject,it should has the uniqueness and profundity,humanistic care,and avoid the homogeneity. In the transmission channel,in addition to using advantages of network,it also should use the means of transmission channels to make the propagation force come true.The communication activities should be based on the audience,considering the contents and media in a science way,satisfy the motivation of watching and spreading of the audience,improving their nod to the value of public communication of micro film,seting up their idea of public welfare and inspiring their prosocial behavior.